We are thrilled to announce the 2022 GENMAC Conference will be held in Stockholm, Sweden – May 16-17, 2022 – hosted by Stockholm University & Stockholm School of Economics, Sweden.

(Virtual attendance options will also be possible.)



Final decisions will be delivered February 23rd, 2022.

Conference Co-chairs: Susanna Molander, Riikka Murto and Jacob Östberg


Sweden is considered one of the most equitable countries in the world when it comes to gender. The country has long term political ambitions towards gender equality (https://sweden.se/society/gender-equality-in-sweden/), including such things as the world’s first “Feminist Foreign Policy” (https://www.government.se/government-policy/feminist-foreign-policy/). Even though the country has come a long way in striving towards gender equality, the daily experience is still one of multiple shortcomings, tensions and problems in areas such as gender equality in the workplace, transgender rights, and unbalanced sharing of parental leave and subsequent responsibilities for child rearing. Overall, gender paradoxes seem to persist with public policies and legislation improving gender equality on the one hand, and daily gender struggles on the other hand. At the same time, we recognize that the Swedish position is still a privileged one. Gender struggles in other parts of the world typically involve more experiences of violence, exclusion and precarity, among other social injustices. Despite these differences, we find the Swedish context to be a useful backdrop for thinking about the connections between politics, marketing, and consumers’ lived lives expressed in our conference theme: Remaking Gender, Rewriting Rights.

This GENMAC Conference invites scholars to consider gender paradoxes and struggles, challenge intersections of gender, politics and consumption, as well as articulate new possibilities for advocating for gender equality. With this invitation, we want to foster debates regarding how gender is articulated, negotiated and politicized in and through markets and consumption in order to contribute to a broader discussion regarding gender and social change. In other words, at this conference, our aim is not only to evoke academic debates interlinking gender, marketing and consumer behavior, but also to rethink how academic research can contribute to theory, practice and social change, as they relate to gender.

We invite scholars across disciplines and methodological and theoretical dispositions to submit their work that advances understanding of marketing, markets, consumers, consumption, and gender. Yet, as part of our aim to rethink academic contributions and positions to gender issues, we encourage submissions that go beyond the theme presented above.


The GENMAC Conference will take place May 16-17th, 2022 in Stockholm, Sweden. There will be a selection of hotels in downtown Stockholm available for conference attendees. A conference dinner will be held on May 16th and an informal social gathering on the night of May 15th.

The conference agenda will include competitive sessions, special sessions, working paper sessions, among other activities. Due to the insecurities connected to the COVID-19 pandemic we realize that many potential attendees have a hard time assessing whether traveling to Sweden in May of 2022 will be a reasonable option.

While we hope that there will be a critical mass of researchers actually gathering in Stockholm, we will also take measures to make sure that those that cannot attend in person will be able to join us digitally. The exact nature of these digital events are not decided upon yet, but we will strive to include those in different time-zones and are considering options such as pre-recorded presentations, hybrid sessions, and digital sessions.


A series of biennial gender conferences began in 1991, with Janeen Costa and Barbara Stern serving as inaugural chairs. These conferences have been organized, run, and produced exclusively through the efforts of volunteers who have participated by chairing conferences, submitting and reviewing manuscripts, preparing calls for papers and budgets. In 2016, we saw the birth of GENMAC, an organization formed by a diverse group of marketing scholars that is focused on gender research in marketing and consumer behavior. GENMAC, and its accompanying advisory board, seek to bring together voices of all constituents interested in gender, marketing and consumer behavior research and serves to more formally support the continued tradition of the Gender, Marketing and Consumer Behavior conference.


Submissions are due January 10th, 2022.

Final decisions will be delivered February 23rd, 2022.

In 2020 the GENMAC conference was going to take place in Stockholm but was cancelled due to the pandemic. If you had a paper accepted for that conference that you still find relevant and want to present at this conference, you do not have to go through the review process. Instead you can send the paper directly to the co-chairs.

Possible Topics

  • Gender, Race, LGBTQ+ Identity and Consumption
  • Gender, Race, LGBTQ+ Identity and Markets
  • Locating Gender in Consumer Culture Theory
  • The Role of Feminist Theory in Marketing and Consumer Behavior
  • Masculinity in Marketing and Consumer Research
  • Queer/ing Consumption and Marketing
  • Families and Gendered Consumption
  • Visual Consumption and Gender
  • Market regulation and gender
  • Mundane marketing practices and gender
  • Historical Inquiries, Gender and Consumer Research
  • Intersectionality
  • Gender and Transformative Consumer Research
  • Gender, Politics and Consumer Research
  • Gender and Politics of Consumption Spaces

Submission Types

The conference will encompass presentations of competitive papers, working papers, special/topical sessions, expert panels, and roundtables. Nonetheless, we are open to innovative modes and alternative formats of presentations (activist panels, lecture performances, creative readings, roundtables, fireside chats and curated dialogues etc.).

Requirements for Competitive Papers

Page 1: Title, author or authors, and full contact information to contact author.

Pages 2-21 (maximum): Restate the title but not the author name(s). Double-spaced text including tables, figures and references, please follow the Journal of Consumer Research referencing style.

Please also indicate your willingness to present your work as a poster/working paper if it is not accepted as part of a competitive session.

Requirements for Special/Topical Session Proposals

We welcome topical session proposals that include 3-4 papers or multimedia abstracts, with or without a discussant. These session proposals should have a unifying theme to which the individual papers all contribute.

Please provide:

Page 1: Session title, presentation titles, session chairperson, session contributors, discussant, if used, and full contact information for chairperson, discussant, and each presenter.

Pages 2-4 (maximum): Double-spaced description of session and rationale.

Pages 5-9 (maximum):Approximately 500-word abstracts for each presentation.

Requirements for Working Papers

Any work in progress that you wish to share but do not want to have considered as a competitive paper can be submitted as a working paper for feedback from colleagues.  

Please provide:  

Page 1: Title, format, author(s), and full contact information of contact author (including e-mail).

Pages 2-3:  Double-spaced abstract of the paper.

Requirements for Roundtables and Expert Panels

Roundtable and expert panel proposals should encompass an extended abstract of the intended debate.

Please provide:  

Page 1: Title, format, participants, and full contact information of contact author (including e-mail).

Pages 2-3:  Double-spaced extended abstract of the theme.

Requirements for innovative modes and alternative formats of presentations

We welcome innovative modes and alternative formats of presentations proposals. These proposals should clearly describe the format of the presentation as well as any specific technical, or other, requirements needed for the presentation.

Please provide:  

Page 1: Title, format, participants, and full contact information of contact author (including e-mail).

Pages 2-3:  Double-spaced extended abstract of the substantial content of the proposal.

Important Dates

Completed papers should be submitted via Easy Chair (https://easychair.org/conferences/?conf=genmac2022) no later than January 10th, 2022 (23:59 Swedish time, GMT+1).

Final notification of papers and sessions will be delivered February 23rd, 2022. If accepted, authors must commit to appropriate revisions within 6 (six) weeks. All submissions, reviews, and correspondence will be handled electronically.

Contact Information

If you have any questions, please send an e-mail to one of the co-chairs:

Susanna Molander: susanna.molander@sbs.su.se

Riikka Murto: riikka.murto@hhs.se

Jacob Östberg: jacob.ostberg@sbs.su.se